When companies expand across borders, they have to consider translating product information, currencies, images, date and time formats, and other regional nuances. Without these careful considerations, businesses risk culture shock and failing markets. That’s where glocalization comes in to help companies adjust to local cultures.
Here’s what you need to know about glocalization:
Coined by sociologist Roland Roberston in 1980, glocalization quite literally combines “globalization” and “localization” in sound, spelling and meaning.
The term refers to adapting global products and services to local contexts and consumer markets. Glocalization makes a product or service generally marketed globally more interesting to the local consumer. Even if it can be used by anyone in any location, glocalization makes the product more personal and specific to local needs and interests. While the products or services may come from a different country, this process makes them feel a little closer to home.
Understanding the Business Implications
Glocalization complements decentralized business structures, giving companies that compete across various cultures and locations wider access to those diverse target audiences. Glocalization campaigns align products and services with local consumers, highlighting the benefits that are most suited to their culture, economy and preferences.
A common example is McDonald’s: The menu differs depending on the location, and some countries use a different mascot than America’s Ronald McDonald. This allows the fast food chain to adapt to the nuances of each market, which is key to its worldwide success.
As such, glocalism allows businesses to successfully expand their markets and effectively compete across continents, simultaneously pushing products to global and local consumers. With fewer production costs, large corporations can often control hefty slices of the local markets, eventually reducing competition in the area.
Going Glocal in the Office
As corporations expand to multiple international locations, language proficiency is critical for reaching local audiences. Local consumers are more likely to invest in products and services that are presented in their native tongue. Internally, advanced software solutions allow global IT teams to collaborate in various languages and locations for successful long-distance interactions.
GlobalMeet, for instance, allows businesses to communicate with any device, utilizing video and web conferencing, screen sharing and user-friendly interface for easy and effective collaboration. For superior global meetings, GlobalMeet allows up to 125 people to connect at once and hosts more than 160 access numbers across more than 60 countries. Plus, the GlobalMeet platform is now available in French, German and Dutch versions, meeting the needs of global IT teams.
Request a free trial to see how GlobalMeet can enhance your company’s long-distance collaboration.